Analysis of the Awareness Level of Indonesian Non-Muslim Consumers on Halal Products: A Case Study of Non-Muslim Consumers in Malang City
The development of the industrial revolution 4.0 has resulted in the emergence of great industrial opportunities due to varied production demands and changing people's lifestyles. Indonesia is a country that develops various industrial sectors, one of which is the halal industry. Halal has become the main topic of discussion in the business world, especially in the culinary industry. Halal consumption is mandatory for Muslims, but many non-Muslim groups also make it the first choice. This study discusses the level of consumer awareness in Malang City, especially non-Muslims concerning the halal food they consume every day which is influenced by several factors. This study aims to measure and analyze the level of awareness of non-Muslim consumers in Malang City towards halal products and measures the effect of religious belief, health reason, logo certification, exposure, toward Halal Supply Chain Awareness. The method used in this research is Structural Equation Modeling (SEM) and the data is processed using smartPLS. Based on the results of the study, it can be concluded that the four variables have a significant influence on halal supply chain awareness and have a relationship with it.